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Inventory Of Ten Internet Marketing Events In Recent Years

2010/11/24 17:20:00 259

Ten Internet Marketing Events Hype Phenomenon Month

First of all, it is stated that this article is divided into two parts.

Ten Internet marketing events

It only introduces the representative events in the Internet over the past few years.

Hype phenomenon

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With the development of Internet, network marketing is playing a more and more important role.

Where are they successes or failures? This article will take stock of them one by one, for readers' reference, and for practitioners to share, and refuse to cross provinces.

First, the Jia Junpeng incident

The Jia Junpeng event is a masterpiece of event marketing, and World of Warcraft is certainly not the first business to use events to make hype, but so far, it is still a myth in the industry, which has been imitated every day and has never been surpassed.

From the tall buildings of "World of Warcraft bar" to the reports of various TV stations, and then to the Spring Festival evening Feng Gong's sentence, "my mother called me to go home to steal vegetables", even today's "Yue Yue Yue" can not reach the height of Jia Junpeng.

The biggest feature of this viral marketing is its easy dissemination. "So and so, you are called home for dinner."

This sentence, which we often hear in childhood, now sounds like a rustic fashion, which is in line with the aesthetic needs of the masses, so that most people are willing to take this as their pet phrase.

In this way, it is difficult to think of fire.

Of course, "Jia Junpeng" can be red, without mentioning the complicated 3P, 4P, 5p, 6p of his unreliable grandfather, grandmother, grandmother, grandfather, father, mother, classmate, and object.

Relationship.

These follow suit do not exclude netizens' spontaneous behavior, but the foundation of a tall building is built by the team.

Just like a person looking at the sky, you will definitely ignore, three people look at the sky, you feel curious, ten people look at the sky, you will follow the fun, one hundred people look at the sky, that is news.

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Two, Wang Laoji

The Wang Laoji incident originated from the donation of one hundred million yuan in the Wenchuan earthquake. If the one hundred million yuan is a speculation fund, then the ten hype events listed today are undoubtedly the biggest ones.

But I believe that the original intention of Wang Lao Ji's donation is not just for speculation.

Here, I would like to pay tribute to Wang Laoji's JDB group, and I do not doubt the sense of social responsibility of the company.

But these can not gloss over the essence of Wang Laoji's hype.

Some people say that Wang Laoji is very low-key, because they did not mention "Wang Laoji" at the donation scene.

In fact, in this world, people or things that are widely talked about by the masses can not be linked to low-key. The reason why gatobo did not mention Wang Laoji too much is to make a theoretical basis for his "low key".

The team responsible for the speculation of Wang Laoji's brand is happy, because they can always stand in the position of the broad masses of the people and say, "let Wang Laoji disappear from China's shelves! Kill it!"

In the words of netizens, it is said that the propaganda effect of using real gold and silver at a critical moment is better than any speculation and elaborate speculation. The 110 million donation from the Yushu earthquake shows that the business is brand, not only advertising.

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Three.

Another classic work of viral marketing comes from Han Han's slogan: "love the Internet, love freedom, love late, love night stalls, love racing cars, and love 29 pieces of T-SHIRT. I am not a flag bearer, not a spokesperson, I am Han Han, I only represent myself".

Today, Internet users are almost immune to viral marketing. They still have such a success.

The most important thing is to satisfy the "emperor of literary grace", "PS emperor", "logical emperor" and "truth emperor".

Psychological needs.

Most successful speculation cases are like this. At first, "it looks like fire" is mostly the credit of the hype team. If it is really fire, the work of hype team will become rumor, expose and collect money.

Among them, Guo Jingming's "I love to hype, do not like writing."

Jackie Chan's "love Chinese medicine family" is more fond of endorsement.

Of course, at the very beginning, I refused. "

Zhao Zhongxiang's "love animal world, also love women's world, I am not a tight father, I am not GAY" and other ridicule, but also let people applaud.

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Four, Microsoft

In July of this year, after an article entitled "70 rules, maltreatment, torture, and forced visitors" after the publication of Tianya, the number of hits exceeded 100 million in just two days.

The whole process is like this: "after 90, the intern lost the customer's hard disk." after 70, the boss sneak into the rules and then 70, the boss didn't want to let her accompany the client to the post-90s internship. The boss was beaten, threatened, and known by her boyfriend. After 90 years, he could not bear it. He vowed to revenge the boss. He looked for the lost hard disk. He was willing to pay for the meat. "Warmhearted" netizen broke out the QQ space after 90, then kept updating the log after 90, and interacted with the netizens. A friend broke out the hard disk data, and the content of the MSN was 70.

In the final analysis, it is to give Microsoft a new product similar to "MSNPhone".

I don't want to talk too much about this hype, because there is really no technical content. The only skill is to overdraw the sympathy of the vast number of netizens.

I don't know how many times this wolf's story will be interpreted. If one day, when the wolf comes, how many people will care about the people who really need to care?

If there are people who insist that this is true, then please think that such an important thing will fall into the hands of a small assistant, and it is also miracully lost. Vice president can be regarded as the biggest disease, causing public indignation but not following. Such a big business secret has been disclosed, but it has not been cleared up yet? {page_break}

Five, Zhong Liying

The heroine of "Shoushou gate" is the heroine of "help gate".

In March this year, the "careless" spread of the indecent photos spread all over the Internet.

To this day, the author is still very silly and naive that the "Shoushou gate" speculation is not out of Shoushou's willingness, because the author insists that "not all men are called Nicholas Tse". Shoushou, after all, "wants to marry."

My theoretical basis is that although the popularity of "first model" is not high, it can be mixed into the upper class.

Shoushou is now red, even if the price of the show has gone up, but the price of the bride has been greatly reduced. If it is a voluntary speculation, do you have to pay for it? Of course, you can say that my career is not strong enough.

In support of my theory, I gave this position to Zhong Liying.

The whole hype process is very simple and has no technical content than Microsoft.

Later, the hype team also admitted that according to their statement, "according to Zhong Liying's request, as long as we can fry red, no matter any means can be."

It can not be said that this team is nothing good, after all, this is also the most attractive eye after Shoushou gate, but the whole event has no bright spot. It can only be said that the rules are correct, and the reason why it can be red is entirely dependent on Zhong Liying's sacrifice spirit.

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Six, Feng Jie

As for Feng Jie, I really don't want to say more. Zhong Liying's and Shoushou's popularity has satisfied the audience's visual requirements, but Feng's popularity is only sad for the times.

Rational view of lotus, Fengjie incident, in fact, they meet our psychological needs.

In the past few years, there was a short essay, which played a staff member who was beaten by a company. If someone gave money, he could beat him.

The role of Feng Jie is almost the same as that of the period, but the difference between the body and the mind. However, unlike the period, the reward of the hundred and eighty pieces is different. Feng Jie's advertising endorsement fee is at least eighty thousand, which is a bit unjustifiable.

I reckon that I should curse you in the future. "You really Fengjie", "you are only Sister Feng." we despise her and support her.

Although the team of Feng Jie is successful, it can also be called "ghost talent". They regard negative abuse as a driving force, whether it is a generous needle or a process of implementation.

But when I saw Feng Jie scolding AV actress, she was humiliated by the other side. I really don't know how the team feels.

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Seven, freeze dried lemon slice herbal tea.

I have written several major marketing hype events. Some of the officials are afraid of having a complaint. "It's useless to get rid of it. I want to promote my Taobao shop. What are the examples?" next, I'll introduce a soft text which is strongly recommended by every big soft language website.

"Let's see how I beat the little three!" this article has been read by someone who has not seen it.

To put it simply, a young woman finds out that her husband has a third child, so she takes a sensible strategy against Xiao San. The battle is to take the company that has frozen dried lemon slices and herbal tea knife to share with the employees.

Many people put this soft article on the sky. In my opinion, this article is really not very good.

The process of speculation should let people know what your hype is and what is good about it.

And I read this article, but I didn't see what he wanted to hype.

Even if it is included in the soft Wen net, it can only be said to be noticed by practitioners.

Of course, Taobao shop can pay the reward after all is limited, this soft article is worth a lot of money.

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Eight, Taobao guest

Recently, the QQ space has been circulated with a post entitled "exclusive secret - Taobao employees' secret shopping channel". The volume of repmission and sharing is quite high. In Baidu, there are only more than 6000 web pages in search of the title.

In fact, there is no so-called "secret passageway". The sales mode of Taobao is that individuals sell to individuals, not Taobao, and there is no internal channel.

This is actually a promotional campaign designed by Taobao customers.

Taobao customers refer to those who help Taobao sellers to promote their products and get commission according to the results of the paction.

The secret passageway we see is actually a promotional link for Taobao customers.

Through this paction, Taobao customers can get a certain percentage of commission.

The key to the success of this speculation is to take advantage of the idea that people in the subconscious exist for a long time.

It's like believing in the stock's internal news, and believing in the so-called secret channel.

And it is worth mentioning that QQ space sharing and dissemination has quietly become another important territory for businesses to hype.

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Nine, love Hi-Fi

Unconsciously, I saw Tianya's post titled "ex girlfriend made my mother-in-law, and I became her son-in-law". My intuition told me that it was an advertisement soft text, and looked at it casually. Indeed, the author repeatedly mentioned the word "love Hi-Fi audio network".

The core of this event's hype is that Louzhu bought a set of multimedia speakers. The logistics sent a set of home theater to love Hi-Fi, and then all sorts of characters entangled.

The content conforms to some basic elements of the novel, such as an urban inspirational drama, tens of thousands of words in exchange for about two hundred thousand hits is not very successful, nor is it like the professional hype team's handwriting. The reason why he put it here is that this post has unintentionally complied with a trend, that is, the event speculation is likely to evolve into advertising in the novel.

I do not know if you have seen Du Lala's promotion, the two wars in the battle of marriage, Du Lala, a habit of holding Maxwell cups in a daze, a Xu Xiaoning explaining how Taobao is used from the beginning to the end, and the 1573 of the national cellar on the Spring Festival Gala.

Over the past two or three years, both enterprises and individuals have been making great efforts to create hype events. The immunity of netizens is getting stronger and stronger. The story of "Xiao Er Er" and "Miss" is no longer attracting attention. At this time, setting the event as a novel is a good way to raise the appetite of netizens.

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Ten. Small month

If we say that Hi-Fi loves to conform to the trend of the serial marketing of event marketing, "

Small moon

The event is the best evidence and representative of this trend.

The emergence of "Xiao Yue moon" can be said to be the master of all works. First of all, from the perspective of fiction, according to Ni Kuang's novels, the novel can be divided into two categories: "good-looking and unattractive."

This novel is undoubtedly good looking both in writing and storytelling.

Then, the article points to clear, let us "love" on the best "small month", in line with the characteristics of the news, people always like to pay attention to heterogeneous, especially the group of mockery, this point in Fengjie, hibiscus body can be reflected.

However, these are far from enough. Another important reason why "Xiao Yue Yue" is popular is the support of the world.

The first day of the original post is recommended by the home page. With the speed of skyline renewal, even if Shakespeare is resurrected, it will not be so popular.

In addition, the homepage recommended by other people and colleagues is a beautiful combination of the world.

At Baidu's launch of Jia Junpeng, NetEase launched the "Beauty Collection waste", Taobao launched the "thirty nights for BMW's right to use one week", Sina's meager efforts to maximize the celebrity effect, when the cat pounced to carry out the three vulgar, the world traffic is getting lower, so created a "small month" incident, and take the Jedi counterattack, from the perspective of browsing, the skyline's ranking rose by nearly twenty, this shows that the speculation is successful.

From a technical standpoint, the "small month" event can match Jia Junpeng in the same year. It can be regarded as another classic case of event marketing.

This model will continue, and the far-reaching impact of the "small moon" incident is that in the near future, more manufacturers will sponsor Internet writers and put advertisements into their novels.

After the successful placement of advertisements into short plays and TV dramas, the placement of advertisements in novels is bound to be an inevitable trend.